Spending for online marketing continues to rise year after year. Email marketing and email newsletters remain the most popular channel for online marketing investments. At first glance, this appears to support the belief that email marketing offers the best return on investment (ROI).
* Source: eMarketer – Will Digital Marketing Prove Profitable?
In a recent 2009 Promo Interactive Marketing Study, more than one third of the marketers surveyed thought that online efforts would yield better ROI than traditional offline channels. Only 7 percent thought that online marketing would be less profitable than traditional methods.
“…So it comes as little surprise that 22% of the marketers indicated they would shift dollars from traditional media into the digital space.
The problem with shifting funds to digital initiatives is that consumers are gravitating to areas where the metrics are still pretty shaky, such as blogging, social networking, video and word-of-mouth…” read more
Of course, the only way to know the ROI of your marketing efforts is to measure the data of the marketing that you are doing. But many marketers who use tactics which can be measured effectively, such as email marketing, don’t even take the time to measure ROI. So the chance that they will start measuring the ROI for new platforms such as social networking, blogging and widgets; which are difficult to measure with any accuracy at this point, is unlikely. Even when there are metrics tools available, many marketers simply don’t have the time or inclination to track data and measure the ROI on their campaigns.
That’s not to say that online marketing won’t be effective for them. It just means that if it is effective, they won’t necessarily know why.
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